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Digital signage captures Death Star plans with Rogue One campaign

Lucasfilm teamed up last month with O2, World Duty Free, Gillette and Kaspersky Lab to promote "Rogue One: A Star Wars Story" in the UK and Europe, which opened in the UK on Dec. 15. The campaigns feature augmented reality deployments, DOOH campaigns and more, according to a press release.

O2, a telecommunications company, ran a campaign advertising its Priority app, which customers could use to enter a contest to win tickets to see a pre-release screening of the movie. Customers that purchased an O2 product could also enter to win one of five gifts including Rogue One tickets, a six-month DisneyLife subscription and more.

World Duty Free, a travel company, launched an experiential campaign at the Gatwick Airport in England. The company rolled out three separate displays: a Rogue One costume display, a 360-degree Star Wars virtual display and a media campaign on airport displays.

Gillette ran a European campaign called "Every Story Has a Face," which highlighted various lesser known characters in the Star Wars universe. The content shows how each character's face tells a certain story. The campaign also encouraged customers to purchase Star Wars gift packs that come with custom Star Wars designs on Gillette products.

Kaspersky Lab advertised its Kaspersky Total Security solution with a campaign that tied in with Rogue One's theme of security. The campaign, which rolled out in online, DOOH, social and mobile deployments, called on users to "Protect your data from the dark side."

"Our brand collaboration strategy for 'Rogue One: A Star Wars Story' ensures each campaign hits a different audience for the movie, whether that's young adults through the O2 Priority App, families at World Duty Free and Gatwick, or tech savvy consumers through Kaspersky," Anna Hill, CMO of Disney UK and Ireland, said in the release. "We've worked with like-minded brands to develop creative campaigns that work for their business objectives and leverage the strong relationships Star Wars stories have with so many people."